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Майкл Вакуленко, партнер, исследования, VisionMobile, "Портрет мифического разработчика мобильных приложений". Конспект выступления на VAS Conference, 2012, 23-24 декабря - http://abloud.blogspot.ru/2012/11/blog-post_27.html Другие материалы встречи http://www.cforum.ru/news/article/102326.htm
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Page 1 Copyright VisionMobile 2012
The Mythical App Developer Mobile VAS Conference
VisionMobile
Page 2 Copyright VisionMobile 2012
VisionMobile
Distilling market noise into market sense
Developer Economics the de-facto research hub for the app economy
Telco Economics New economic thinking for managing disruption and reinventing the Telco
Developer research reports: measuring developer sentiment on platforms, regions, revenues and developer tools
Developer outreach & segmentation: understand, segment and effectively reach developers
Mobile Megatrends workshop Public workshops on the stage of the mobile ecosystem
Mobile Insider Mobile Insider is a monthly publication that examines the most important trends in mobile
Mobile Innovation Economics workshop how Internet business models are impacting telecoms
Trends watch Tracking app and developer trends
Market Sonar a quarterly service using big data to predict app economy trends
App ecosystems: Research and analysis on the state of the app economy
Top-100 analyst blog 4,000+ subscribers 20,000+ monthly uniques
Page 3 Copyright VisionMobile 2012
Trusted by industry brands
Clients
selected VisionMobile clients
2008-2012 Page 4
from an established analyst company selected clients 2009-2012
Page 4 Copyright VisionMobile 2012
Apps is just the tip of the iceberg
Page 5 Copyright VisionMobile 2012
The new rules of the game in mobile telco need new skills to compete in the new market environment
new rules
700,000+ apps (encompassing all user needs)
old rules
4 apps (voice, text, contacts, camera)
new & unpredictable proven & predictable business models
share of needs, attention & wallet
basis of competition
choice & flexibility of services
reliability & scale of networks
Source: VisionMobile
service distribution platforms telco
Page 6 Copyright VisionMobile 2012
Duopoly in smartphone platforms iOS and Android dominate shipments and developer mindshare
Apple dominates high-end segment
Android takes the rest
Source: Business Insider
700K apps
700K apps
100K apps
Page 7 Copyright VisionMobile 2012
Duopoly in smartphone shipments two players dominate shipments and profits – both have advantage of tailored value-chain
2 players dominate smartphone shipments
8 OEMs with more than 2% market share
Source: Asymco
Page 8 Copyright VisionMobile 2012
The 2nd wave of disruption in the handset market hardware becomes distribution vehicle for digital services and e-commerce
Source: VisionMobile
emerging model hardware = distribution
traditional model hardware = profits
No Name
Take most profits
Lose money or break-even
Page 9 Copyright VisionMobile 2012
Apps are key competitive advantage for platforms satisfy wide spectrum of needs and use cases
700,000 apps 700,000 apps
Page 10 Copyright VisionMobile 2012
Platform
Platforms win by locking users to developers drive exponential growth and lock-in of users and developers
app store locks developers to users
Source: VisionMobile
users are locked by habits represented by apps
Developers are locked by skills and experience
Page 11 Copyright VisionMobile 2012
Developers are key resource for platforms key challenge is sorting through the noise
competing platforms
Developer mindshare leaders
telco API and app stores
telecom overlays plethora of dev tools
chipset makers
handset makers
Page 12 Copyright VisionMobile 2012
www.DeveloperEconomics.com Free research reports on app economy and developer ecosystem
help developers build a successful
app business
Page 13 Copyright VisionMobile 2012
Page 14 Copyright VisionMobile 2012
Page 15 Copyright VisionMobile 2012 15
VisionMobile developer segmentation model What is a developer? Developers differ greatly in platform & API decisions
Motivations & drivers
Hobbyists Fun and coolness
Explorers Opportunity and ancillary income
Hunters (pro developers) Profits from apps
Guns-for-hire Probability of winning a project
Brands and verticals Brand affinity and user engagement
Digital content publishers Access to large addressable market
Venture-backed startups Attracting investment and achieving exit
Corporate IT De-risking and information security
Page 16 Copyright VisionMobile 2012
User reach trumps monetisation for developers of all platforms except BlackBerry
16 Source: VisionMobile, based on data from Developer Economics 2012 survey
user reach monetisation
Ranking of developer’s goal by platform %% on 7 major platforms (n = 1,431)
Page 17 Copyright VisionMobile 2012
Developing for clients or an employer pays better average app/month revenue by employment type (n=995)
Source: VisionMobile, Developer Economics 2012 | www.DeveloperEconomics.com Licensed under Creative Commons Attribution 3.0 License
Page 18 Copyright VisionMobile 2012
Finance & real-estate generate highest revenues average revenue per app/month by client industry (n=665)
Source: VisionMobile, Developer Economics 2012 | www.DeveloperEconomics.com Licensed under Creative Commons Attribution 3.0 License
Page 19 Copyright VisionMobile 2012
Hard work pays more - rewards vary by platform average revenue per app/month by development time (n=695)
Source: VisionMobile, Developer Economics 2012 | www.DeveloperEconomics.com Licensed under Creative Commons Attribution 3.0 License
Page 20 Copyright VisionMobile 2012
Apps developed in the US pay better average revenue per app/month by country (n=384)
Source: VisionMobile, Developer Economics 2012 | www.DeveloperEconomics.com Licensed under Creative Commons Attribution 3.0 License
Page 21 Copyright VisionMobile 2012
Developer Economics 2013 (January 2013)
20+ marketing partners
Translation in 6 languages
French, German, Korean, Portuguese, Russian, Spanish
Developer tools & services
Ad networks Backend-as-a-service
Bug tracking Cross-platform tools
Cross-promotion networks User analytics Voice services
Marketing and Regional partners from across the globe
2,840+ responses
Total responses 3,460
Page 22 Copyright VisionMobile 2012 22
Developer Journey methodology Maps full spectrum of issues facing app developers, from app conception to user support
application planning
retailing & discovery
develop & debug
market readiness in-use
- platform APIs
- IDEs, SDKs, samples & docs
- UI creation tools
- content creation tools
- debugging & profiling tools
- forums, sites and tech support
- test frameworks
- porting tools
- developer registration & certification
- app signing & certification
- app submission
- regional testing
- beta testing with end users
- localisation frameworks
- packaging and SKU management
- app publishing
- distribution agreements
- billing providers
- in-app advertising
- paid apps
- virtual goods
- revenue share
- payment settlement
- sales analytics
- usage analytics
- runtime profiling
- user ratings mgmt
- user support
- app updates
- privacy compliance
- concept design
- feature design
- APIs available
- prototyping tools
- audience targeting
- platform selection
- conferences & competitions
distributiion & monetisation
- curation
- pricing, bundles
- advertising & promos
- cross-app promos
- app marketing & PR
- app merchandising
Page 23 Copyright VisionMobile 2012
Usage of tools vary by platforms Use of services and tools by primary platform (n=2,898)
43%$
28%$25%$
20%$
15%$
8%$6%$
31%$
15%$
21%$
9%$ 9%$7%$
5%$
22%$
27%$
38%$
19%$
13%$
5%$ 6%$
34%$
39%$
29%$
15%$18%$
9%$
4%$
46%$
25%$
16%$
21%$
15%$
9%$7%$
0%$
10%$
20%$
30%$
40%$
50%$
Ad$networks$ User$analy;cs$ Cross$pla?orm$tools$ Bug$tracking$services$ BackFend$as$a$Service$ Cross$promo;on$networks$
Voice$services$
Services(&(Tools(for(developers((n=2,898)(
Android$ BlackBerry$ HTML$ iOS$ Windows$Phone$
Source: VisionMobile, Developer Economics 2013 | www.DeveloperEconomics.com Licensed under Creative Commons Attribution 3.0 License
Page 24 Copyright VisionMobile 2012 24
Which platform? Budget planning Revenue expectations Which business model? Which region/market?
Developer tools How to reduce costs? How to improve time-to-
market? Lean mobile development
How to reach more users? How to engage them? How to monetize your users
more effectively?
build.DeveloperEconomics.com {Beta}
“TripAdvisor” for building a successful app business
Page 25 Copyright VisionMobile 2012 Copyright VisionMobile 2011
Knowledge. Passion. Innovation.
[email protected] Michael Vakulenko | Strategy Director | +44 2033 844166
Updated: 12 November 2010
Thanks for listening!
Page 26 Copyright VisionMobile 2012
want more? http://visionmobile.com/strategy
“Mobile Innovation Economics” learn the rules of ecosystem game
and asymmetric competition
“Telco Innovation Toolbox” economic and strategy tools for
rethinking telco business